C ASE STUDY
Award-Winning Honestly Smart Digital Marketing Partner
Finalist 2019–2020
Winner 2016–2017, 2020 Highly Commended 2018
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Harnessing the Power of Data To Create a Custom Audience Segmentation and Targeting Strategy Generated a Lift of 16.8% in Review Submissions for a Top-Rated Consumer Review Site.
Challenge Our client, a top-rated consumer review site, wanted to increase review submissions. After executing a needs assessment, our team identified advanced audience segmentation and targeting as the highest-leverage mechanism to achieve our client’s desired outcomes.
Most Active Review Submitters Target Customer Profile
16.8
Lift in Review Submissions
Age
20-39 Education
Undergraduate or Graduate Degree
Strategy
Want to harness the power of data to reach the right audience? Contact us to learn more about data strategy at info@goodwaygroup.com.
goodwaygroup.com 20F-G647045965 © 2020 Goodway Group. All rights reserved.
Our data science and analytics teams conducted an in-depth analysis to determine which audience characteristics were associated with the most submission conversions. We leveraged a raw data feed from a strategic data partner and coupled it with key first-party data to execute customer profiling on the client’s customer base. We determined their ideal customer profile and created result-yielding audience targeting strategies for paid media activation.
Success By leveraging a hyper-focused audience data strategy, the client received actionable insights about their highest-value customer base and maximized the effectiveness of their paid media efforts. Refining our client’s audience design strategy and integrating customer insights generated a 16.8% increase in review submissions.
Occupation
Middle Management in Blue-Collar Positions Household Income
Relatively High, Over $100K Annually Lifestyle
Environmentally Conscious DIYers Interests
Electronics/Computers, Finance/Investment Services, Home Improvement, Tennis, Golf Behaviors
Online Shoppers Who Still Look for Bargains in Addition to Finer Things